Author: Mintel Group Ltd.
Last saved by: HTTP server

Social Networking - Ireland - May 2015

INTRODUCTION
Key themes of the report
Definition
Data sources
Abbreviations
EXECUTIVE SUMMARY
Market factors
Usage of messaging apps in IoI grows at a faster rate than social and media networking sites
Social media has little influence on the purchasing habits of Irish consumers
Social networks clamp down on like-gating activities
Irish consumers are more aware of cyberbullying and trolling than ever before
Market in context
Companies, brands and innovations
The consumer
Facebook voted the most popular social network in Ireland
Figure 1: Social networks used by consumers at least once per week, NI and RoI, March 2015
YouTube dominates the media network market in Ireland
Figure 2: Media networks used by consumers at least once per week, NI and RoI, March 2015
Viber dominates messaging apps usage in RoI whilst WhatsApp is still the most popular in NI
Figure 3: Messaging app networks used by consumers at least once per week, NI and RoI, March 2015
A third of Irish consumers note that social networks have no influence on the products that they purchase
Figure 4: Consumer purchasing habits in relation to social networks, NI and RoI, March 2015
Women are more inclined to ‘like’ a brand for a competition
Figure 5: Consumers agreement with the statement ‘I have considered what my friends said about a product on social media before making a purchase’, by gender and age group, NI and RoI, March 2015
What we think
ISSUES AND INSIGHTS
What are the most popular social networks, media networks and messaging apps?
The facts
The implications
How do consumers use social network sites in their purchasing process?
The facts
The implications
How do Irish consumers engage with brands on social networks?
The facts
The implications
Are consumers changing how they communicate with each other?
The facts
The implications
MARKET OVERVIEW
Key points
Advertising spending on social networking expected to grow in 2015
Figure 6: Social network advertising spending, global, 2013-17
Figure 7: Social network advertising spending, Western Europe, 2013-17
Facebook are expected to receive the most revenue from advertising in 2015
Figure 8: Social networking sites forecasted advertising revenue, worldwide, 2015
Growing usage of smartphone and tablet devices
Figure 9: Types of devices owned by consumers, NI, 2014-15
Figure 10: Types of devices owned by consumers, RoI, 2014-15
The rise in 4G has diverted attention towards apps and away from SMS
Figure 11: Number of mobile voice and data subscribers using 3G and 4G networks in RoI, fourth quarter of 2013-14
Vloggers and YouTubers are becoming a dominant force within the market
Paid vloggers
Cyberbullying, trolling and the Irish market
Social network abuse steams further than the general public
MARKET IN CONTEXT
Key points
Case study: Audi Ireland
Background
How it uses online social networks
Recent social networking activity
Case study: Bud Light (Anheuser-Busch)
Background
How it uses online social networks
Recent social networking activity
Case study: Enterprise Ireland
Background
How it uses online social networks
Recent social networking activity
Case study: Fáilte Ireland
Background
How it uses online social networks
Recent social networking activity
Case study: HB Ice Cream
Background
How it uses online social networks
Recent social networking activity
Case study: Starbucks Coffee
Background
How it uses online social networks
Recent social networking activity
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPANIES AND INNOVATIONS
Key points
Innovations
Facebook and Twitter announce a new payment system through social networks
Twitter offers advertisers a better deal by introducing adverts that target consumer by postcode
YouTube and Vine launch their new ‘kids’ version of their apps
 COMPANY PROFILES
Bebo (Blab)
Key points
User facilities
Advertiser facilities
Recent developments
Facebook (inc Instagram and WhatsApp)
Key points
User facilities
Advertiser facilities
Recent developments
Google (Google+ and YouTube)
Key points
User facilities
Advertiser facilities
Recent developments
LinkedIn
Key points
User facilities
Advertiser facilities
Recent developments
Myspace
Key points
User facilities
Advertiser facilities
Recent developments
Pinterest
Key points
User facilities
Advertiser facilities
Recent developments
Snapchat
Key points
User facilities
Advertiser facilities
Recent developments
Twitter (Vine)
Key points
User facilities
Advertiser facilities
Recent developments
Viber
Key points
User facilities
Advertiser facilities
Recent developments
THE CONSUMER – USAGE OF SOCIAL NETWORKS, MEDIA NETWORKS AND MESSENGER APPS
Key points
Facebook usage dominates Irish social network market
Figure 12: Social networks used by consumers at least once per week, NI and RoI, March 2015
Figure 13: Usage of Facebook at least once per week, by age demographic, NI and RoI, March 2015
Older consumers favour Google+ as opposed to Twitter
Figure 14: Usage of Google+ at least once per week, by age demographic, NI and RoI, March 2015
Usage of Twitter in IoI hinges on younger consumers
Figure 15: Usage of Twitter at least once per week, by age demographic, NI and RoI, March 2015
Irish consumers favour YouTube over all other media networks
Figure 16: Media networks used by consumers at least once per week, NI and RoI, March 2015
Figure 17: YouTube usage by consumers at least once per week, NI and RoI, March 2015
Pinterest and Instagram appeals to females users as opposed to males
Figure 18: Instagram and Pinterest usage by consumers at least once per week, NI and RoI, March 2015
RoI more open to messaging apps in comparison to NI
Figure 19: Consumer usage of messaging apps at least once per week, NI and RoI, March 2015
Viber leads in RoI with limited market share in NI
Figure 20: Consumer usage of Viber at least once per week, by location, NI and RoI, March 2015
WhatsApp dominates in NI, with strong usage from 16-24-year-olds
Snapchat usage soars among consumers aged 16-24
Figure 21: Consumer usage of Snapchat at least once per week, by occupation, NI and RoI, March 2015
THE CONSUMER – PURCHASING HABITS WITH SOCIAL NETWORKING
Key points
Over a third of Irish consumers say social networking has no influence on purchases
Figure 22: Consumer purchasing habits in relation to social networks, NI and RoI, March 2015
Figure 23: Consumers agreement with the statement ‘Social media had no influence on what kinds of products I purchase’, by age group, NI and RoI, March 2015
Women are more likely to take advantage of a discount on social media
Figure 24: Consumers’ agreement with the statement ‘I have taken advantage of a discount or other special offer that was available on a social media website’, by gender, NI and RoI, March 2015
A fifth of Irish consumers consider social network friends before making a purchase
Figure 25: Consumers agreement with the statement ‘I have considered what my friends said about a product on social media before making a purchase’, by demographics, NI and RoI, March 2015
THE CONSUMER – AGREEMENT WITH STATEMENTS RELATING TO SOCIAL NETWORKING
Key points
Irish consumers use social networking to keep up to date with company information and public announcements
Figure 26: Agreement with statements relating to social networking, NI and RoI, March 2015
Figure 27: Agreement with statements: I use social media to check regional issues (eg local roadworks, traffic, police alerts), NI and RoI, 2014-15
Women buying more into brand’s like-gating techniques
Figure 28: Agreement with the statement: ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by gender, NI and RoI, March 2015
Younger consumers are more inclined to think social media is a good source of brand information
Figure 29: Agreement with statement: ‘Social/media networking sites are a good source of brand/company information’, NI and RoI, by age demographic, March 2015
Active ‘surfers’ think raising issues on social networks is most effective
Figure 30: Agreement with statement: ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by daily internet usage, NI and RoI, March 2015
APPENDIX
NI Toluna data
Figure 31: Social networks used by consumers at least once per week, by demographics, NI, March 2015
Figure 32: Social networks used by consumers at least once per week, by demographics, NI, March 2015 (continued)
Figure 33: Media networks used by consumers at least once per week, by demographics, NI, March 2015
Figure 34: Media networks used by consumers at least once per week, by demographics, NI, March 2015 (continued)
Figure 35: Messenger apps used by consumers at least once per week, by demographics, NI, March 2015
Figure 36: Messenger apps used by consumers at least once per week, by demographics, NI, March 2015 (continued)
Figure 37: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015
Figure 38: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015 (continued)
Figure 39: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015 (continued)
Figure 40: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, NI, March 2015
Figure 41: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, NI, March 2015
Figure 42: Agreement with the statement ‘I have asked people in my network for their opinion when deciding on buying a new product (eg a new phone), by demographics, NI, March 2015
Figure 43: Agreement with the statement ‘I have reduced my usage of social/media networks because of recent privacy stories in the media’, by demographics, NI, March 2015
Figure 44: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by demographics, NI, March 2015
Figure 45: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, NI, March 2015
Figure 46: Agreement with the statement ‘I like to comment on TV shows via social networking sites while watching them ’, by demographics, NI, March 2015
Figure 47: Agreement with the statement ‘I currently subscribe to a popular blogger/vlogger for ideas or tips for products (eg make-up, video-games)’, by demographics, NI, March 2015
Figure 48: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, NI, March 2015
Figure 49: Agreement with the statement ‘I pay more attention to advertisements/promotions liked by my friends on social media’, by demographics, NI, March 2015
Figure 50: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS/e-mail/telephone call’, by demographics, NI, March 2015
Figure 51: Agreement with the statement ‘I use social media for celebrity/sports news’, by demographics, NI, March 2015
RoI Toluna data
Figure 52: Social networks used by consumers at least once per week, by demographics, RoI, March 2015
Figure 53: Social networks used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
Figure 54: Media networks used by consumers at least once per week, by demographics, RoI, March 2015
Figure 55: Media networks used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
Figure 56: Messenger Apps used by consumers at least once per week, by demographics, RoI, March 2015
Figure 57: Messenger Apps used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
Figure 58: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015
Figure 59: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015 (continued)
Figure 60: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015 (continued)
Figure 61: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, RoI, March 2015
Figure 62: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, RoI, March 2015
Figure 63: Agreement with the statement ‘I have asked people in my network for their opinion when deciding on buying a new product (eg a new phone), by demographics, RoI, March 2015
Figure 64: Agreement with the statement ‘I have reduced my usage of social/media networks because of recent privacy stories in the media’, by demographics, RoI, March 2015
Figure 65: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by demographics, RoI, March 2015
Figure 66: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, RoI, March 2015
Figure 67: Agreement with the statement ‘I like to comment on TV shows via social networking sites while watching them ’, by demographics, RoI, March 2015
Figure 68: Agreement with the statement ‘I currently subscribe to a popular blogger/vlogger for ideas or tips for products (eg make-up, video-games)’, by demographics, RoI, March 2015
Figure 69: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, RoI, March 2015
Figure 70: Agreement with the statement ‘I pay more attention to advertisements/promotions liked by my friends on social media’, by demographics, RoI, March 2015
Figure 71: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS/e-mail/telephone call’, by demographics, RoI, March 2015
Figure 72: Agreement with the statement ‘I use social media for celebrity/sports news’, by demographics, RoI, March 2015

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.